Overview
Kaiser Permanente wanted to connect with key decision-makers in companies with more than 250 employees. Our goal was to generate interest and develop a database of pre-qualified leads for the sales team.

Insight
The C-suite audience is notoriously hard to reach. And many held misconceptions about Kaiser Permanente, making executives even less likely to welcome our message. Plus, there were gatekeepers ready to block any sales pitch. We needed to engage the target’s skepticism head-on. And put something very special in their in-boxes.

Approach
We created a staged, three-month, multi-faceted telemarketing and direct mail campaign that was hard to ignore. High-impact mailers carried headlines appealing to the target’s frustration about health plans. Inside were fun and surprising items that brought our message to life. An enclosed card directed prospects to personalized web landing pages to learn more.

Results
The campaign generated an 8.6% response rate, opening the door to hundreds of high value sales opportunities for Kaiser Permanente.